Pardot Prioritizes SEO With Keyword and Competitor Monitoring

New Tools Help Marketers Track and Measure the Performance of Words and Businesses Over Time, Enabling Smarter Decisions at Program and Budget Levels

Marketing automation leader Pardot has upgraded its software to include new search engine optimization (SEO) tools for small business marketers. The cloud-based system now includes features for monitoring of keywords and competitors. The data, compiled from multiple sources, is available to marketers from a dashboard within the Pardot system. The new SEO tools — which are free to Pardot users — pair with Pardot’s other market reports to provide a one-stop portal for tracking and improving multi-channel marketing.

“Search is a powerful tool for marketers who harness its abilities,” said Zach Bailey, vice president of products at Pardot. “The key is knowing which data is important, and making it accessible and actionable. Our new SEO tools do that, simplifying marketing for Pardot users.”

Keyword Monitoring

Pardot’s keyword monitoring tools provide valuable insight into how well various keywords used in a marketer’s content are performing. The tool enables users to track their site’s ranking in Google and Bing for the keywords that are important to their businesses. The tool also enables marketers to see the ranking difficulty for each keyword, the average cost per click if they want to bid on the keyword in Google Adwords, and the approximate search volume in Google for an exact query.

Keywords can be compared side-by-side, filtered by tag or listed according to rank from within Pardot. Selecting a keyword will provide marketers with a complete audit of historical data, as well as current rankings. Users can also elect to receive a weekly report on keyword success via email.

“The keyword feature in Pardot’s system is an excellent tool for my team,” said Pierre Breton, director of marketing at InEdge. “It provides a one-stop snapshot of both Google and Bing rankings for our keywords. In just a few seconds, I know where my efforts and resources should go. I can also view the performance of our competitor’s sites. It’s a great time saver!”

Competitor Monitoring

Pardot’s competitor monitoring tool allows marketers to see how their SEO ranks against that of competitors. Users can track key components that influence SEO ranking, including their competitors’ Google PageRank, inbound links and indexed pages, all from within the Pardot system. Pardot stores historical data so marketers can view trends over time, including the ability to see a complete audit of historical data on a competitor’s performance. As with the keyword monitoring feature, marketers can opt for weekly email reports with this information.

“We’re excited to provide our customers with this advanced technology,” said Bailey. “As inbound marketing becomes more competitive, the search marketing module will give Pardot clients the insight they need to gain an advantage.”

About PardotPardot is a B2B cloud marketing automation software provider that increases revenue and maximizes efficiency for companies with multi-touch sales cycles. Pardot’s platform features CRM integration, email marketing, lead nurturing, lead scoring and ROI reporting to help marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability. Pardot offers affordable pricing for the SMB market.